James Walter Thompson

James Walter Thompson (28 October 1847–16 October 1928) was the namesake of the JWT advertising agency and a pioneer of many advertising techniques. He was born in Pittsfield, Massachusetts.

In 1864, while Thompson was serving in the Marine Corps, William James Carlton had started selling advertising space in religious magazines. The agency was called Carlton and Smith although almost nothing is known about the Smith partner. In 1868, Carlton hired Thompson as a bookkeeper. Eventually Thompson found that soliciting and sales were much more profitable and he became a very effective salesman for the small company. In 1877, Thompson bought the agency for $500 and renamed it J. Walter Thompson Company. Notably, Thompson paid $800 for the Carlton and Smith furniture in the same transaction.

Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US.

Thompson is responsible for some enduring brand images in popular culture, like the Rock of Gibraltar used for the Prudential Insurance Company.

References

*Staff report (Oct 18, 1928) J. WALTER THOMPSON, ADVERTISER, DEAD; Founder of Agency Bearing His Name Succumbs to Stroke in 81st Year. WAS PIONEER IN FIELD He Early Recognized Importance of Magazine Covers for Advertising Use. "New York Times"